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Turning a cafe into a daily habit

A marketing plan for Soli Cafe, positioning it as a daily stop for quality, convenience and community. Prepared with Dilhaus Digital.

  • Marketing Planning
  • Positioning
  • Phased Rollout
  • Client Pitch
The Soli Cafe marketing plan cover slide, with an iced coffee image and the Dilhaus Media credit.

Proposal, not campaign

A marketing plan prepared with Dilhaus Digital and pitched to the client. It was not executed, so no performance figures attach to it. What is shown here is the argument, not a result.

Proposal deck, all 10 slides

The pitch deck

The Soli Cafe proposal is structured as a practical 3-month plan: position the daily habit, build the revenue pillars, launch the first missions, then track content, ads and local intent.

  • Soli Cafe marketing plan cover slide with an iced coffee image and Dilhaus Media credit.
    Cover, 3-month plan
  • Roadmap overview slide listing seven sections for the Soli Cafe marketing plan.
    Roadmap overview
  • Core strategic goals slide for Soli Cafe, covering daily sales, catering, brand reach and success metrics.
    Core goals
  • Three-month scaled growth roadmap slide showing month one, month two and month three phases.
    Three-month growth plan
  • Four core revenue pillars slide: Grab N Go, catering, gathering groups, and events and seasonal.
    Revenue pillars
  • Maximizing sales slide with Grab N Go and catering notes.
    Daily and catering sales
  • Content production system slide with monthly reels, feed photos, carousels and daily stories.
    Content system
  • Attractive Start missions slide showing three launch missions with directional arrows.
    Launch missions
  • Ads and digital presence slide with a three-month table for advertising and Google presence actions.
    Ads and local presence
  • Performance reporting and KPIs slide with weekly tracking, inquiry analysis and monthly growth summary.
    Reporting framework

The position

Make Soli Cafe the daily destination for quality, convenience and community. The word doing the work is daily: a cafe competing on being special gets visited occasionally, while a cafe competing on being the reliable part of a morning gets visited on repeat. Frequency, not occasion, is where cafe revenue actually lives.

Quality, convenience and community are the three proofs that promise needs: a reason to choose it, no friction in getting it, and a reason to stay.

Phased, and closing on the first step

The plan is structured in months rather than presented as one large programme, and it deliberately closes by asking for Month 1, Foundation, instead of the whole engagement. A client who has to approve everything to start usually approves nothing.